FOREVER21

FOREVER21
FOREVER21
#NEW4YOU
FOREVER21
Fashion Merchandising
Promotion Plan
Summer Nude, New For You
By. Jada Greer & McKenzie Norris

Bedford High School

481 Northfield Rd. Bedford,
OH 44146

ExecutiveSummary
Thisfashionmerchandisingpromotionplanwascreatedinordertosuccessfullylaunchthenew,nude
summerlinecalledSummerNude,NewForYouaccessibleatForever21storesacrosstheworld.The
promotionalcampaignisarrangedtobegininmidMarch2016andwillruncontinuouslythroughoutthe
summerthenlinewhenendattheAugust.
Likemanythrivingcontemporarybusinesses,Forever21wasestablishinLosAngelesin1984,andhas
growntosellitsclothinglinesForever21,XXIForever,Love21,andHeritageinover600storesinthe
Americas,Asia,theMiddleEast,andtheUK.
Theobjectivesofthepromotionalplanincludethreecriticalcomponents:buildawareness,encourage
customerexcitement/loyalty,andreleasetheSummerNudeline.Thisplansupportsbrandstrategyof
providinghighqualityproductsthatareaffordableandaccessibleretailer.Forever21iscommittedto
boostingcustomerexcitementtoresultinginfurtherspendingandincreasedpublicity.Lastly,thisplaniswill
reachtheintendedtargetmarketaudiencewiththenewsummerlineprogram.
Inordertosuccessfullylaunchtheline,Forever21willutilizeadynamicintegratedmarketapproach.
Specialeventswillbeusedattractingcustomersandencouragingpurchasesofnewcollections.Anational
fashionshowbeheldinthefashionshowmallinLasVegas,Nevada,earlyMarch.Thefashionshowwill
featureashowingoftheSummerNude,NewForYouline,whichincludesstagepassesaccessin
Snapchat.AnotherfashionshowwillbeheldinternationallyinDubaimallindowntownDubai.#Nudeforyou
Shirtswillbegivenonthedayofsellinginstoresforthe100people.Snapchatgeotagswillbeusedtheday
offashionshows.Additionalpromotionswillincludetheutilizationofmagazineadvertising,socialmedia
campaigns,celebrityendorsement,visualmerchandisedisplays,andaspecializedskintonemobile
applicationforuserstoengagethemintheSummerNude,NudeforYoucampaign.Summer2016willbe
sizzlingwiththeNewForYoulineasconsumersembracetheheattheirownpersonalstyle.

DescriptionoftheStore

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Forever21isaprivateretailchainthatspecializesinapparelandaccessoriesallovertheworld.TheFirst
Forever21openeditsdoorsintheyearof1984intheHighlands
ParkdistrictofLosAngeles,Californiaandhassincethenspread
tomallsacrossAmerica.OriginallyfoundedasFashion21,the
storewasfoundedbySouthKoreanhusbandandwifeteamDo
WonChangandJinSook.Withinthefirstyearsalesrosefrom
$35,000to$700,000,resultinginthenamechangefromFashion21toForever21.Forever21isnotonly
locatedacrossAmericabuthasapresenceinmajorglobalcommercecentersincludingPuertoRico,
Canada,Asia,andEurope.Thestoresellsaffordableyettrendymerchandise.AccordingtoForbes,Forever
21isnumber95onAmerica'sLargestPrivateCompanieslist.Thestoresalsohavedepartmentsforplussize
women,children,andmen.Forever21offersawidevarietyofapparelstyles,fromeveningweartoworkout
gear.Thereare723Forever21storesworldwideaswellastheonlinestorewhichoffersalloftheirbrands
andinternationalshipping.
Forever21staysontopbyofferingthelatestfashionsataffordablepricesandmakingitextremely
attractivetotheyoungwomenandmenoftheirtargetmarket.Forever21likemanyothercompanieshas
anexhaustiveteamofdesigners/manufacturersbasedinSanPedrodowntownLAwholesaleclothing
market.
Forever21hasseensomeremarkableaccomplishmentsoverthepast30years.Withagoaltobecome
an$8billioncompanyby2017andopen600storesinthenextthreeyears,companyleadershipisexcitedto
seethecompanyachieveinthreeyearswhatitinitiallytook30yearstoaccomplish.Forever21isthe5th
largestspecialtyretailerintheUnitedStates.Theexpectedforthislinewillrevenuewillbe9,000,000.

Objectives
Strengths-
Growingtargeteddemographic
fasterandcheaper

Weaknesses-
Limitedsizeselectioninstore
LimitedAudience
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 fightingitscompetitorsheadon

Opportunities-
Expansioninaudience
Expansioninplussizeandchildren's

Treats-
Competition
Trends
Supplies

UponconductingthisSWOTanalysiswehavedeterminedthatForever21needsto
expandthesizeselectioninstores.Withtheexpansionofthesizesinthestoresmore
peoplewouldbewillingtocomeandbuythenandthere.
EncourageCustomerExcitement/Loyalty
Thepriorityisattractingbrandloyaltybypersuadingandinfluencingloyalandlongterm
customers.Bygaininglongtermcustomersthecompanycanguaranteeanincreaseinsales.
Interactingwithcustomersviaonlinechannelsagreatwaytogrowourcompanyandits
reputation.Thecompanywillgiveprovidethemwithcouponsaftertheirfirstpurchaseofline
toexcitetheconsumerandmakethemcontinuetobuyfromtheline.Thecompanywill
continuetosetupnewcustomerswithaccesstotheemailsubscriptionsisagreatwayto
keepcustomerslinkedandupdatedaboutsalesanddealspotentiallyincreasingsales
becausewithtrendyphotosandstyleswewillbedrawingcustomersinourportaltoshop
onlineatanytimeanywhere.

ReleasetheSummerNude,NewForYouline.
Ourgoalistoincorporatetrendsandbuildandimage.Bykeepingupwithsocialmediaand
buildinganelectronicprofilewecanattractnewcustomers.Weplantocontinueworkingon
oursocialmediaincludingInstagrambypostingtrendyTumblrphotosbecauseTumblrisnot
justasocialmediaplatformitisalifestyle.Tohelpgaincredibilityandenhancepopularity
worldwidewewilluseZendayaColeman,KekePalmer,andCaraDelevingne

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ZendayaColemanisagreatcelebrityidol,becausesheisayounginspirationalrolemodelto
youngwomenworldwide.ZendayaisknownwellforherworkandexperiencefromDisney.
Zendayaisknownasatrendsetterandontopthelatestfashion;alwaysflauntinganewlook.
Shehaswonmanyawardsinthepastandherfamehasonlyrisensincethen.
ScheduledEventsandPromotions
Inordertomaximizepromotionalopportunitiesandtoreachthetargetaudience,Forever21
willutilizeanintegratedmarketingpromotionalplanthatfocusesontheindividualityofthe
consumer.Althoughthetargetaudienceisdefinedasfemales,aged16-25whodisplay
trendiesforthelatestcontemporaryclothing,themakeupofthetargetpopulationrepresents
skintonesofallracesandnationalities.Therefore,thescheduledeventsandpromotionsaim
atcommunicatingtheindividualitythemeonanationwidescale.

Specialevents:
1.NationalFashionshow:AnationalfashionshowbeheldintheFashionShowmallinLas
Vegas,NevadaonMarch12th,2016.TheFashionShowmallholdsrealfashionshowsevery
hour.EveryhourafashionshowwillbeheldwearingSummerNude,NewForYouforever21
line.
2.InternationalFashionshow:AninternationalfashionshowwillbeheldinDubaimallin
downtownDubaionApril13,2016from10pm-12pm.Afterthemallcloses,theshowwillshow
onlytheSummerNude,NewForYouline.Thedayofbothfashionshowsbackstagestage
passeswithbegivenforSnapchat,aswellasallowinguserstousearegeotag#NudeForYou.
3.100shirtgiveaway:Foreverynationalforever21storetheSummerNude,NewforYou
linewillprovidetheFirst100customerswillreceiveafreeshirtwiththehashtag#Newforyou
withapurchasefromtheSummerNude,NewforYouline.
Advertising

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CelebrityEndorsement:Wehave3celebrityendorsersthatwillrepresentallskintones.Keke
Parmerwillrepresentthemediumanddarkerskintones.ZendayaColemanwillrepresentthe
mediumandfairskintones.CaraDelevingnewillrepresentthepaleandlighterskintones.

ZendayaColemanKekePalmerCaraDelevingne

MagazineAdvertisements:AdswillbeplacetheAprilissuesofSeventeen,Glamour,and
TeenVogueMagazines.

Publicity
InterviewwithCosmopolitanSnapchat:Thesegmentwiththethreecelebrityendorsersas
theyprovideviewofthelinewithpreviewofsomeclothesandwhatcanthecustomerto
inspectfromtheline.ItwillhelpreachitstargetaudiencebecauseCosmopolitanisthemost
watchcategoryonSnapchat.ThetargetAudienceforSnapchatreferstoteenagerstoYoung
adults.

In-storeactivity
SummernudebyForever21apppromotion
Apphelpscustomersfindtheirnudematchandcomplimentcolorsthatworkwelland
enhancethatspecificcolor.

Decor:
Thedisplayswillincludescolorsmimickingthecollectionandmannequinsreflectingtheskin
colorsofrealpeople.TheMerchandisewithinthestoreswillbechangedtosummerattire,but
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themainfocuswillbeontheSummerLinewhenyouimmediatelywalkingintoforever21.As
youwalkinthestoreinonesideofthewindowitwillthebasictrendyclothesforthesummer.
Butontheother-sideotherwindowoneoftheMankinswillwearthe#Nude4Youfreeshirt.
ThendifferentcolorMankinswillbedressedinthestylesaccordinglytotheskincolor.They
willstandsonbothsideofit.Thenhavethelogoreallybigbehindthem.Haveasectiononthe
storewithabillboardwithSummerNude,NewForYoulogo.Alongwithhaving3Mankinsin
frontofthesectionrepresentingthebrand.TheMankinswithindifferentskintonesandhair
patterns.
ResponsibilitiesSheet
Person/PersonsResponsible

Tasks
totalamountofwagesandsalariespaid
byForever21toitsemployees.
Determinetheamountofwagesforthe
freeshirts
Providestoreswithbudgetstatements
responsibleforkeepingtrackofall
purchaseordersthathavebeensoldby
onlineaswellinstores.
Providewagesforvendorontime

AccountingDepartment

Setupsocialmediacampaign
Executespreadofthehashtagand
freeshirtgiveaway.

PublicRelationDepartment

MarketingDepartment

Workwithmagazinestofeature
advertisements

FashionMerchandising

Promotingthefashionshows

TechnologyDepartment

creating/visualisinganideaand
producingthedesignsbyhandorusing
computerdesign
understandingdesignfromatechnical
perspectiveforexampleproducing
patterns,toilesandtechnical
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specificationsfordesigns
reconstructexistingdesignsforhuge
production
Create/launchapplication

StoreManagers/Managers

windowandproductsdisplayswithin
visualstandards
Workspartnershipwith
managementandsalesassociates.
thegeneralsales,productivity,
controlandmanagementofelected
store
tomotivatestoremanagementteam
andassociates

Employees/SalesAssociates

generatingamoney-makingstore
throughcustomerservice
dutifulcashiers
deficiencycontrol
supervisesthemoneyenfoldlist,
includingbutnotlimitedtotheentire
inventorydealings,training
procedurefurtheradvertising
supervisesthecashiersindealingout
thecustomerspurchases.
Exceptionalcustomerservicefor
eachCompanystandards
Processessalespromptly,correctly,
andcompetently
protectscompanypossessions.

Employeeinvolvementandencouragementofeachmemberwillweara#Nude4Youshirt.
EachmemberoftheForever21retailteamwillhaveadifferentsetofrolesandresponsibilities.
TheVisualMerchandisingManagersjobistomakewindowandproductsdisplayswithin
visualstandards;andworksinpartnershipwithmanagementandsalesassociates.The
Co-Managersjobistohaveco-accountabilityforthegeneralsales,productivity,controland
managementofelectedstore;tomotivatestoremanagementteamandassociatestocarry

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outtheirworkdutiesbyforminganenjoyable,challengingandsatisfyingenvironment.The
HeadCashierjobishelpsthestoremanagementteamingeneratingamoney-makingstore
throughcustomerservice,dutifulcashiers,anddeficiencycontrol;supervisesthemoney
enfoldlist,includingbutnotlimitedtotheentireinventorydealings,trainingprocedure,and
furtheradvertising;andsupervisesthecashiersindealingoutthecustomerspurchases.The
CashierjobistokeepexceptionalcustomerserviceforeachCompanystandards;processes
salespromptly,correctly,andcompetently;andprotectscompanypossessions
Budget:
ThebudgetfortheSummerNudepromotionandseasonalsummermerchandiseisabout
12.3MillionthisincludesSocialmediaadvertisinginTwitter,YouTube,Snapchat,Instagram,
magazineadvertisinginSeventeen,Glamour,andTeenVoguethefashionshowslocation
rentals,freeshirtgiveaway,andcelebrityendorsements.
TheNudeforyouSummer2016promotionalplanisstrivingtoattractnewcustomers,
whilealsocontinuingtobuildbrandloyaltybyAdvertisingaclassicChicbutaffordable,wayto
stylemerchandisefromforever21.Bypromotingthiscollection,Forever21strivestogain
remembranceandacknowledgementoftheirqualityandhighfashionstyle

Budget

1.

Forever21SummerLine
Advertisement
Thisincludesthepriceof
production
Models:ZendayaColeman,
KekePalmer,andCara
Delevingne
VenueDecor

Cost

$20,000for
Production/Editing
$2,000,000for
Models
$15,000forLocation
Renting
$10,000forDecor

Expected
Reach

Sourceof
Dataexpected
ROI

Total

$2,040,000

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2.MagazineAdvertisements
Anadvertisementfor
Forever21willbeplacedin
theJuneissueof
Seventeen,TeenVogue,
andGlamourMagazine.

$15,000Seventeen
magazine
$20,000TeenVogue
$10,000Glamour

Seventeen-91,380
subscriptions
Glamour-515,874
subscriptions
Teen
Vogue-893,816paid
subscriptions
Thesesnumbers
werederivedfrom
dataRacked

$45,000

3.International/NationalFashion
Shows

$100,000Equipment
$300,000Renting
Dubaimall
$150,000Renting
FashionShowMall
$200,000Models
$100,000decors
$120,000workers

150,000peoplethis
numberderived
fromdatafromGulf
news

$770,000

4.T-Shirts
100T-shirtswillbegiven
awayateachstoreforthe
launchofNudeforYou
summerfashionline.

$500,000

$500,000

5.Applaunch
LocatedinTimesSquare,
NY

$300,000

6.StoreDisplays-Thiscostincludes
mannequinsandposter
advertisementsfortheNudeforYou
Summer2016lineinall480stores.

$2,000foreachstore
display
(723storesintotal)

$2,000

Socialmedia

$500,000SnapchatAds
$1,000,000InstagramAds
$2,000,000twitterAds
$1,000,000youtubeads

Instagram-1,000,00
00followers-
instagram
Snapchat-2,000,00
-Digiday
twitter-

$9,000,000

$12,357,000

Statementofbenefits
ThepointoftheSummerNude,NewForYoulineistopromotetheuniquenessofthe

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differentskintoneswhilebringinginnewcustomers.ThispromotionalplanwillhelpForever
21expandstheviewofthebrandandwillattractcustomerswhoembracetheirskintone.

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Bibliography:
1.

Wikipedia.WikimediaFoundation,n.d.Web.27Jan.2016.

2.

"Forever21FactsandHistory."Http://www.forever21.com/Company/history.aspx?br=f21.N.p.,n.d.
Web.27Jan.2016

3.

Lu,AllenC."HowCanIStartanOnlineClothingStorelikeForever21,ModCloth,Etc?"HowtoStartan
OnlineClothingStorelikeForever21,ModCloth,Etc.N.p.,12Jan.2015.Web.10Mar.2016.

<https://www.quora.com/HowcanIstartanonlineclothingstorelikeForever21ModClothetc>.
4.

Islam,Mazharul."TextileLearner."RoleofMerchandiserinApparelIndustry.TextileLearner,n.d.Web.
16Mar.2016.

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